商務(wù)英語閱讀_Unit7關(guān)于市場

1、Unit SevenWhat is all about marketing? ObjectivesnGet the student to be familiar with the concept of marketing.nCultivate the students ability of problem-solving.nHelp the students to grasp the techniques for fast reading. Section AnIntroduction n“Marketing is a societal process by which individuals

2、 and groups obtain what they need and want through creating, offering and freely exchanging products and value with others.” n Philip Kotler Pre-readingnBefore reading the following passage, answer the question:nWhat do you think are the key ingredients in marketing?Text Core Marketing Concepts (I)

3、n To explain this definition“Marketing”, we will examine the following important terms: needs, wants, and demands; products and services; value, satisfaction, and quality; exchange, transactions, and relationships. The following Figure shows that these core-marketing concepts are linked, with each c

4、oncept building on the one before it.nNeeds, Wants, and Demandsn The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and ind

5、ividual needs for knowledge and self-expression. These needs were not invented by marketers; they are a basic part of the human makeup.n Wants are the form human needs take as they are shaped by culture and individual personality. An American needs food but wants a hamburger, French fries, and a sof

6、t drink. A person in Mauritius needs food but wants a mango, rice, lentils, and beans. Wants are shaped by ones society and are described in terms of objects that will satisfy needs. n People have almost unlimited wants but limited resources. Thus, they want to choose products that provide the most

7、value and satisfaction for their money. When backed by buying power, wants become demands. Consumers view products as bundles of benefits and choose products that give them the best bundle for their money. A Honda Civic means basic transportation, affordable price, and fuel economy; a Lexus means co

8、mfort, luxury, and status. Given their wants and resources, people demand products with the benefits that add up to the most satisfaction.n Outstanding marketing companies go to great lengths to learn about and understand their customers needs, wants, and demands. They conduct consumer research abou

9、t consumer likes and dislikes. They analyze customer inquiry, warranty, and service data. They observe customers using their own and competing products and train salespeople to be on the lookout for unfulfilled customer needs.n In these outstanding companies, people at all levelsincluding top manage

10、mentstay close to customers. For example, top executives from Wal-Mart spend two days each week visiting stores and mingling with customers. At Disney World, at least once in his or her career, each manager spends a day touring the park in a Mickey, Minnie, Goofy, or other character costume. Moreove

11、r, all Disney World managers spend a week each year on the front linetaking tickets, selling popcorn, or loading and unloading rides. At AT&T, CEO C. Michael Armstrong often visits one of the companys customer service centers, dons a headset, and fields orders to get a better sense of the proble

12、ms and frustrations that AT&T business customers face. nAt Marriott, to stay in touch with customers, Chairman of the Board and President Bill Marriott personally reads some 10 percent of the 8,000 letters and 2 percent of the 750,000 guest comment cards submitted by customers each year. Underst

13、anding customer needs, wants, and demands in detail provides important input for designing marketing strategies.nProducts and Servicesn People satisfy their needs and wants with products and services. A product is anything that can be offered to a market to satisfy a need or want. The concept of pro

14、duct is not limited to physical objectsanything capable of satisfying a need can be called a product. In addition to tangible goods, products include services, which are activities or benefits offered for sale that are essentially intangible and do not result in the ownership of anything. Examples i

15、nclude banking, airline, hotel, tax preparation, and home repair services.n More broadly defined, products also include other entities such as experiences, persons, places, organizations, information, and ideas. For example, by orchestrating several services and goods, companies can create, stage, a

16、nd market experiences. Disneyland is an experience; so is a visit to Niketown. In fact, as products and services increasingly become commodities, experiences have emerged for many firms as the next step in differentiating the companys offer. In recent years, for example, a rash of theme stores and r

17、estaurants have burst onto the scene offering.n Stores such as Niketown, Cabellas, and Recreational Equipment Incorporated draw consumers in by offering fun activities, fascinating displays, and promotional events (sometimes labeled “shoppertainment” or “entertailing”). At theme restaurants such as

18、the Hard Rock Cafe, Planet Hollywood, or the House of Blues, the food is just a prop for whats known as “eatertainment.”nThus, the term product includes much more than just physical goods or services. Consumers decide which events to experience, which entertainers to watch on television, which place

19、s to visit on vacation, which organizations to support through contributions, and which ideas to adopt. To the consumer, these are all products. If at times the term product does not seem to fit, we could substitute other terms such as satisfier, resource, or marketing offer.n Many sellers make the

20、mistake of paying more attention to the specific products they offer than to the benefits produced by these products. They see themselves as selling a product rather than providing a solution to a need. A manufacturer of drill bits may think that the customer needs a drill bit, but what the customer

21、 really needs is a hole. nThese sellers may suffer from “marketing myopia”they are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. They forget that a product is only a tool to solve a consumer problem. These sellers will have trouble i

22、f a new product comes along that serves the customers need better or less expensively. The customer with the same need will want the new product.Post-readingAnswer the questions on the text.n1. What are the terms one discussed in the article? n2. What are the human needs?n3. What elements shape huma

23、n wants? n4. For what purpose do people at all levelsincluding top managementstay close to customers in some outstanding companies?n5. What are the peoples better standard of products according to the article?n6. What is the definition of product?n7. What activities does Niketown offer to draw their

24、 customers?n8. What is the mistake that many sellers make?Section B Reading skillsnImportance of DetailsnDetails are able to express and include a large amount of information and these two are complementary to each other.nThe details are mainly embodied in the statistics, data, descriptive informati

25、on; and to provide a reference case, or quotations. Speed reading tasknLets have a glimpse of more concepts of marketing. Use techniques for speed reading to find out the answers to Exercise 1 as quickly as possible.True or falsen1. _ Exchange is one way that people can have a satisfied object. n2.

26、_ Exchange has been used as way of satisfying needs. n3. _ Exchange is the concept of marketing as well as unit of measurement. n4. _ You pay sears $350 for a TV set is a typical transaction. n5. _ Increasingly, marketing is shifting to building mutual beneficial relationships with customers, distributors, dealers and suppliers.KEY: T T F T T Section C Case StudyTasknDiscuss the foll